It's not just some markets and some people. They're a VC backed multinational that moves into markets and offers big discounts over local businesses. They are getting a taste of their own medicine with an improved flavour.

"I wish the world wasn't that way" looks like its being applied to "unprofitable in every city they exist in, but they're buying up market share" not "We have a fierce competitor" as opposed to if he had said [I wish we didn't] or [I wish they didn't]

making it about the "the world" pushes it into an ethical or moral opine.

"I wish we weren't" != "I wish the world wasn't that way"